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Influence of corporate social responsibility on brand image, perceived quality, and consumer purchase intention in the German skincare market
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Resumo(s)
This study examines the influence of Corporate Social Responsibility (CSR) on brand image,
perceived quality, and consumer purchase intention in the German skincare market. Through
quantitative research, findings show that while CSR positively influences brand image and
perceived quality, it does not significantly affect consumer purchase intention directly.
However, CSR has a mediating effect on brand image and perceived quality, significantly
increasing consumer purchase intention. The study highlights the importance of transparent
communication of CSR activities to enhance brand image, perceived quality, and consumer
purchase intention. These insights provide actionable recommendations for skincare brands to
integrate CSR initiatives into their marketing strategies effectively.
Descrição
Palavras-chave
Sustainability Csr Skincare Brand image CEMS MIM